As someone who grew up collecting Pokémon cards and even participated in a Pokémon league, I was thrilled to have the opportunity to work on Pokémon's Detective Pikachu.

Despite the challenges that come with adapting a beloved video game into a film, we aimed to create a campaign that would resonate with both core fans and general audiences. To achieve this, we leveraged our extensive knowledge of the Pokémon franchise and combined it with a trendspotting approach to generate and amplify conversations on social.

We developed custom talent videos featuring Ryan Reynolds (8.2M Video Views) and we even pulled a prank on our fans by leaking the film when actually, they were just being ‘rickrolled’ (31M Video Views).

We expanded the campaign further by partnering with influencers, creating a custom AR filter, launching a fan UGC challenge, and innovating with a ‘Choose Your Own Pokémon’ Twitter auto-reply activation (1.2M Tweets).

The campaign generated substantial media buzz and 28M impressions in the opening weekend alone.